Structure and Freedom
In 2020, ETH Zürich (the Swiss Federal Institute of Technology in Zurich) commissioned the branding agency Scholtysik & Partner to modernize and unify its visual identity across a highly complex institutional structure. Scholtysik+2Scholtysik+2
The challenge was to balance two competing demands:
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Unifying force: ETH wants a strong, coherent umbrella brand (a “Dachmarke”) that can represent the university globally and attract top researchers. Scholtysik+1
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Local freedom: ETH comprises 16 departments, hundreds of institutes, labs, collections, chairs, centers. Many of them have their own identities or visual styles. Scholtysik+2Scholtysik+2
The solution had to offer enough uniformity so that communications are clearly from “ETH Zürich” while allowing diverse content, disciplines, and sub-entities to express themselves.
Key Principles of the New Identity
1. “Strong ETH presence and clear sender identification”
ETH communications involve many senders (departments, institutes, labs, etc.), each of which sometimes uses its own logo. The new system introduces a uniform sender identification scheme with controlled co-branding:
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All publications (whether they are from institutes or departments) will carry the ETH logo prominently, so that the publications are visually grouped under the ETH umbrella. Scholtysik+1
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Sub-entities are free to keep their own logos in addition, but within defined co-branding rules. Scholtysik+2Scholtysik+2
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In partnerships or joint projects (e.g. ETH + University of Zurich), the co-branding structure can adapt accordingly. Scholtysik+1
This approach makes it clear “who is talking” while respecting the existing identities of the parts.
2. Neutral frame, free content
One of the central ideas is to create a neutral visual “frame” (in black & white) that consistently hosts the ETH logo and sender label. Inside that frame, content is freer:
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The ETH logo and the sub-sender label are rendered in black on white, forming a consistent anchor. Scholtysik+2Scholtysik+2
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Imagery (photos, graphics, color) is unconstrained — as long as it’s visually expressive and readable. This grants flexibility to units to develop their own styles within the overall architecture. Scholtysik+1
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To facilitate overlaying text legibly over images, a flexible overlapping “label” element is introduced. It ensures headlines or captions are readable over diverse backgrounds, and continues ETH’s prior tradition of overlapping color fields — but in a simpler, more flexible form. Scholtysik+2Scholtysik+2
3. Continuity with evolution: color, typography
To maintain brand continuity, certain legacy elements were preserved or softly evolved:
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ETH’s existing color palette is retained. Scholtysik+2Scholtysik+2
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The corporate typeface is updated: the earlier DIN is replaced by DIN Next, which is optimized for text usage (better compactness, higher reading speed) while fitting with the new system. Scholtysik+1
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The overall look aims to be more modern, simpler, more variable — but not a radical break, so users maintain a sense of familiarity. Scholtysik+2Scholtysik+2
4. Adaptability across media and scale
ETH’s communications need to scale across very different media:
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Presentations, posters, scientific posters are among the most frequently used formats. Scholtysik
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The identity must also work across hundreds of websites (over 570 sites, ~80,000 pages) with diverse content demands. Scholtysik
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Print materials, signage, event collateral, info screens, templates, etc. all must support the same identity without losing coherence. Scholtysik+1
By designing a flexible yet robust system, the ETH identity can adapt to very different uses while still retaining a recognizable whole.
Implementation & Roll-Out
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The redesign is being phased in over a multi-year period. Partial elements of the new design are already in use. Scholtysik+2Scholtysik+2
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The central ETH website has ~7,700 pages; many associated sites share the same content management system and templates. The redesign takes into account modular layouts, deep navigation, and smart search. Scholtysik+1
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To support the many users (both highly skilled designers and non-designers), template libraries, guidelines, best practices, and adaptation options are provided. Scholtysik+3Scholtysik+3Scholtysik+3
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The deliverables include not just graphic redesign but brand architecture, co-branding rules, online guidelines, icon systems, adaptation for special cases, and more. Scholtysik+1
Reflections & Significance
This is a fascinating case of institutional branding where the tension between unity and diversity is explicit and central. A university like ETH is not a monolithic brand — it's an ecosystem of disciplines, labs, research groups, and rival internal identities. Scholtysik’s approach embraces that complexity rather than trying to suppress it.
The core idea — a strong but neutral frame allowing variation in content — is elegant. It gives visual clarity (so that communications are recognized as ETH) without stifling the creativity or identity of subunits. Maintaining legacy color and evolving typography are smart moves to build trust among internal stakeholders.
For other large institutions (universities, research organizations, conglomerates) dealing with many sub-brands, ETH’s branding redesign offers useful lessons: co-branding rules, modular templates, flexible overlay elements, and a guardrail system that balances consistency with freedom.
